A new wireless marketing platform uses 'point servers' to deliver offers and service alerts via Bluetooth.
Nokia unveiled a platform that supports short-range transmissions of marketing offers and service alerts to mobile phones.
Called Nokia Local Marketing, the system is based on "point servers" that use Bluetooth (define) and other close-range radio technologies to convey a message when a person walks by a service module.
Nokia suggested ideal applications include the quick transfer of restaurant specials and menus, retail offers, transit schedules, and news headlines. Offers and alerts are targeted according to predefined user preferences, but the company did not immediately make clear how that would be implemented. Nokia may intend that service alerts such as train schedules be the main draw for consumers, who will then opt in to receive offers from advertisers. The company did not immediately return a call seeking comment.
In a joint venture, Nokia and client Coca-Cola will demonstrate the service in action at the 3GSM conference in Cannes next week. Interested attendees can use it to get Coke coupons, video clips, and wallpaper. The platform will be made commercially available in the third quarter of 2005.
"The Nokia Local Marketing Solution brings relevant services to consumers at the right time, and in the right place," said Sakari Kotola, director of Nokia Ventures, in a statement. "This is focused marketing, and it all happens on the consumer's own terms."
The platform does not deliver messages to a phone's inbox. Rather, it works by routing messages into separate folders containing "service bookmarks" and "coupons." These can be perused at the handset owner's leisure.
The service will be offered through operators and service providers and will require the installation of Nokia's client software on consumers' handsets. Messages are transmitted when a capable phone passes any of Nokia's service points.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT